A Brand Refresh starts at $4,500, a Brand Build at $6,000, strategy on its own at $3,500, and a Brand Audit is $950 (credited toward a Refresh or Build if you book within 30 days). The Design Retainer starts at $850 a month, and custom work like menus and packaging is quoted from a set price list.

A Build runs 6 to 10 weeks and a Refresh 4 to 6, both in the four phases set out above: discovery, strategy, identity, handover. The one thing that stretches either timeline is feedback turnaround, which is why I ask for a response within three working days at each stage

Strategy first. A logo is one visible part of a brand; the strategy is what makes it hold up once you're using it every day, in every channel, for years. If you're not sure which you need, the Brand Audit will tell you in under a week.

A deposit secures your start date, with the balance split across project milestones. For cash-flow-sensitive founders, ask about a three-instalment option at booking.

Each stage (strategy, then identity) gets two rounds of revisions within the agreed brief. Extra rounds or changes outside the brief are billed at $200 an hour, agreed with you before I start. This is what keeps a project on its timeline and its price.

A completed briefing form before we start, a decision-maker present on the discovery and strategy calls, and feedback within three working days at each stage. The tighter this is, the more of the 6 to 10 weeks stays on schedule.